This paper analyses changing strategies of election campaign communication in a rapidly evolving media environment, characterized by the rise of digital communication channels and online social networks as new tools of political campaigning. Using an expert survey to campaign managers of sixty eight political parties within twelve European nations we enquire how they view different types of communication platforms as important in meeting campaign objectives. The analysis of the data allows us to determine whether macro (country) level factors, in particular campaign regulations and internet penetration, and meso level (party) factors such as resources and ideology explain variances in the significance attributed to different media. Analysis of the data is in a preliminary stage but the findings so far suggest online communication and social network sites are increasing in importance as a means of reaching voters, challenging traditional media as well as non-mediated and face-to-face forms of communication.
